How to Use Instagram Video Ads (IGTV Doesn’t Exist Anymore)

One of the four ad formats this guide originally recommended, IGTV, was fully deprecated by Meta and consolidated into Reels years ago. That’s not a footnote, it reflects the biggest structural shift in Instagram advertising since 2019: nearly half of all Instagram ads now run on a format that didn’t exist when the original version of this guide was written.

Half of all ads seen on Instagram in 2025 ran on Reels, up from 35% the year before, according to Sensor Tower data reported by MediaPost, with Reels responsible for 46% of all U.S. Instagram ad inventory. That’s the central fact any updated version of this guide needs to lead with. Below is each original format brought current, plus the one that now dominates the platform.

Half of all Instagram ads now run on ReelsSensor Tower data reported by MediaPost found half of all ads seen on Instagram in 2025 ran on Reels, up from 35% the previous year, with Reels accounting for 46% of all U.S. Instagram ad inventory, a 37% rise from 2024.

In-feed video ads Still active, but feed itself has shrunk

Standard feed video ads still exist and function largely as this guide originally described, blending into the scroll with organic-feeling creative. What’s changed is how much smaller a role the feed plays overall: Instagram organic reach for feed posts has declined to just 3% to 8% of followers, according to 2026 platform research, while Reels regularly exceeds 30% to 50% organic reach. Feed video ads remain useful, but they’re no longer the default placement to build a strategy around.

Instagram Stories ads Still active, still strong for time-limited offers

The original guide’s advice here holds up well: Stories remain a strong placement for limited-time promotions, and the swipe-up-style CTA (now a standard link sticker) still drives direct traffic effectively. Businesses that post Stories daily see 73% higher follower retention than those posting fewer than three times a week, according to 2026 Hootsuite research, confirming the original guide’s instinct that consistency in Stories pays off.

Canvas ads Renamed years ago, now called Instant Experience

“Canvas ads,” the immersive, mini-website-style format this guide originally described, was renamed Instant Experience by Meta, a change that had already happened around the same time this guide was first published in 2019. The underlying concept, a fast-loading, in-app format that eliminates the need to leave Instagram for a slow-loading external page, remains a genuinely useful format for product catalogs and deeper storytelling in 2026, just under different terminology.

IGTV Fully deprecated in 2022

IGTV, the long-form vertical video format this guide devoted an entire section to, including a step-by-step channel setup guide, was deprecated entirely by Meta and consolidated into the standard Reels format. The step-by-step “create your IGTV channel” instructions from the original guide describe a feature that no longer exists on the platform in any form. Any longer-form video content today publishes as a Reel or a standard video post instead.

What replaced it: Instagram Reels ads

This is the format the original guide couldn’t have included. Reels ads now reach 726 million users with 22% higher engagement than Stories ads, according to 2026 research from Digital Applied, and carry the lowest CPM ($6.20) and highest click-through rate (1.35%) of any Instagram ad format, according to Meta’s own 2026 data. Brands that integrate Reels into their marketing strategy see an average 29% increase in ROI, and Reels drive a 41% higher click-through rate to brand websites compared to static ad formats, according to 2026 research from LoopEx Digital.

Reels ads: lowest CPM, highest CTR of any formatMeta’s own 2026 data found Reels ads carry the lowest cost per thousand impressions ($6.20) and the highest click-through rate (1.35%) of any Instagram ad format, while LoopEx Digital’s 2026 research found brands integrating Reels see a 29% average ROI increase and 41% higher click-through to their websites than static ads.

The three creative strategies, still exactly right

This is the part of the original guide that needed almost no updating. Every principle it laid out for effective Instagram video creative remains correct in 2026, arguably more so given how fast Reels moves:

Make the first couple of seconds count, since scroll speed on Reels is if anything faster than feed scroll ever was
Mention your brand early, still shown to improve recall
Lead with a clear problem and solution, one idea per video
Add captions by default, since sound-off viewing remains the norm on mobile
Use a clear, simple CTA rather than relying on a bio link
Design natively vertical, 9:16 video, since repurposed horizontal or square video is now immediately recognizable as ad content and triggers the scroll reflex
A/B test every video ad, a practice 2026 research shows reduces cost per acquisition by roughly 22% compared to running a single creative

The mobile-first, vertical-video mindset the original guide argued for has become close to mandatory rather than a best practice, since off-spec, repurposed creative now visibly underperforms native vertical video. For more on when to actually publish this content, it’s worth pairing this format update with current guidance on the best time to post on Instagram, since Reels distribution patterns differ meaningfully from the older feed-based posting schedule this guide originally assumed.

Frequently asked questions

Does IGTV still exist on Instagram?

No, Meta fully deprecated IGTV and consolidated all long-form video into the standard Reels format. Any guide still describing IGTV channel setup, including step-by-step instructions, is describing a feature that no longer exists on the platform.

What are Instagram Canvas ads called now?

Canvas ads were renamed Instant Experience by Meta, a change that had already taken effect around the same time this guide originally referenced Canvas ads. The underlying immersive, in-app format concept remains available under the new name.

Should most of my Instagram video ad budget go toward Reels now?

For most advertisers, yes. Half of all Instagram ads in 2025 ran on Reels, and the format carries the lowest CPM and highest CTR of any Instagram ad placement, according to Meta’s own 2026 data, making it the default starting point rather than a supplementary format.

Are Stories ads still worth running alongside Reels ads?

Yes, they remain a strong complementary format, particularly for time-limited offers. Businesses posting Stories daily see 73% higher follower retention than less frequent posters, according to 2026 research, so Stories still earns a place in a broader video ad strategy even as Reels has become the dominant placement.

Do the same creative principles from a few years ago still apply to Reels ads?

Almost entirely, yes. Hooking viewers in the first few seconds, mentioning your brand early, using captions, and testing multiple creative versions all remain just as effective on Reels as they were on older Instagram video formats, and arguably matter even more given how quickly people scroll through Reels.

Can I still repurpose a horizontal or square video for a Reels ad?

It’s not recommended. Reels ads need to be natively vertical (9:16); repurposed horizontal or square video is now immediately identifiable as ad content to viewers and consistently underperforms native vertical creative, according to 2026 ad format guidance.

How much has Instagram’s organic reach changed since this guide was first written?

Considerably. Organic reach for standard feed posts has fallen to just 3% to 8% of followers, while Reels organic reach regularly exceeds 30% to 50%, according to 2026 platform research, which is part of why Reels has become the default format for both organic and paid Instagram content.

Does A/B testing Instagram video ads still matter as much as this guide originally argued?

Yes, and it’s now more precisely measurable: A/B testing creative reduces cost per acquisition by an average of 22% compared to running a single creative version, according to 2026 research, confirming the original guide’s advice to always test multiple versions of a video ad.

Sources referenced: MediaPost (Most Instagram Ads Currently Run On Reels, Data Shows, 2026, citing Sensor Tower), Searchlab (Instagram Statistics 2026, citing Meta, Hootsuite, and Statista), LoopEx Digital (Instagram Reels Statistics 2026), AdCreate (Instagram Reels Marketing Strategy 2026), Digital Applied (Instagram Reels Ads 2026: Creative Strategy Guide), get-ryze.ai (Meta Ad Formats 2026: All Types Explained).